Aperol’s iconic Yarra River gondola experience returns via Blobfish International + Mindshare

Blobfish International, Australia’s largest activation and sampling network, has again partnered with classic Italian aperitif Aperol, to deliver its now-iconic Yarra River boating experience, following its huge popularity during the Australian Open.

For the third consecutive year, and as a key part of Aperol’s sponsorship of the Australian Open, Blobfish has brought a taste of Italy’s Amalfi Coast to Melbourne, allowing VIPs and patrons to take their own gondola-style ride along the Yarra River.

The launch of the unique summer activation again coincides with Melbourne’s peak tourist season, which includes the 2025 Australian Open.

The partnership – a collaboration between Blobfish, Campari Australia and its media agency Mindshare – leverages Aperol’s position as the spritz of choice, with a one-of-a-kind activation that has attracted millions of visitors and Melbourne locals alike.

This year, Blobfish has again worked closely with Melbourne boat company On A Boat for the branded activation which features fresh creative. On A Boat’s vessels have been wrapped in Aperol’s iconic bright orange branding and the theme “Serve Up Summer”, making it the brightest – and best! – way to travel to the tennis. VIP customers will be treated to luxury picnics, stunning city views and Aperol’s signature spritz cocktail.

The WTC Dock in Docklands, where the boats launch, has again been transformed into a mini-Italian Riveria, complete with Aperol-branded umbrellas and seating.

Says Jake Kerr, campaign manager, Blobfish International: “The annual Aperol Yarra River experience has become a beloved part of the summer tourist season in Melbourne and the best way to travel to the Open. It’s the perfect way to celebrate the vibe of January in Melbourne – a relaxing boat ride on the river, as you take in those breathtaking city views and sip on an Aperol cocktail – what could be better?

“Every year, the response to the activation just gets better and better. From selfies shared from the boats, to that now iconic sea of orange across the Yarra – we’re honoured to have become a staple part of the excitement of summer in Melbourne.”

Says Paolo Marinoni, marketing director, Campari Group: “We’ve been overwhelmed with the success of our partnership with Blobfish International and Mindshare for the Aperol gondola experience. To see our idea of creating our own Italian Rivera in Melbourne now in its third year, is simply incredible. This activation really brings our Australian Open sponsorship to life, and who wouldn’t want to travel to the Open in style on an Aperol boat sipping an Aperol spritz? We love that this experience has become part of the annual tourism calendar, and we hope Melburnians continue to embrace it – just as they do the Australian Open.”

Says Oliver Hallstrom, head of partnerships, Mindshare: “We are thrilled to see the continuation of our partnership with Blobfish and Campari. To see this activation continue to grow every year is a testament to the success of the collaboration, and its ability to tap into the vibe and festival feeling of summer in Melbourne and a unique link to the Australian Open for Aperol.”

The Aperol Boats activation will run in Melbourne until end of February 2025.